Karmarama has won the Grolsch account, previously at BMB, following a four-way pitch. This is the second brand in the Molson Coors portfolio that Karmarama has started working with in 2013, after winning the UK creative account for Cobra in September.

The brief was to create a disruptive new campaign for Grolsch using digital content and social channels to emphasise the premium Dutch lager’s world beer credentials in the UK, and drive both on-trade and off-trade sales.

The agency will now work alongside below-the-line activation agency Life, to launch the new UK brand campaign in 2014.

Sophie Erskine, Portfolio Brand Manager at Molson Coors, said: “Beer drinkers in the UK already know Grolsch to be a premium lager of superb quality. Following the rebrand in 2012, our focus is on using digital channels to capitalise on the popularity of world beers at present. We were very impressed by Karmarama’s ideas to take Grolsch to the top with a new social media strategy and integrated approach.”

Caitlin Ryan, Executive Creative Director at Karmarama said: “We’re thrilled to be working with the Grolsch team to reinvigorate the brand. Schtop drinking those other beers and pick up a Grolsch!”